ITV

Tag: rebranding

  • Discovery’s six point agenda for 2015

    Discovery’s six point agenda for 2015

    MUMBAI: The network has tripled itself in India in the last five years, and today operates in six unique genres through its robust portfolio of 11 networks reaching a cumulative 260 million homes in five languages.

    We are talking about Discovery Networks, which extended its brand experience by launching Discovery Channel Magazine. It has expanded the business fuelled by marquee initiatives – new channels, unmatched India productions and marketing innovations.

    And going forward, the network is going to focus on six points – maintain leadership across genres, maximise viewership, build on the strength of Discovery Kids; establish ID as a ‘must watch’ channel; deliver on ‘male-centric’ brand promise of Turbo; continue to produce path-breaking India content, continue to innovate; and deliver value to advertisers and relentlessly explore new opportunities for growth.

    The year 2015 brings with it a heap of opportunities, but the path was laid in 2014 itself. The network revamped its channel, Turbo, to skew more towards men. The repositioning came in as a response to research conducted over the past couple of years.  “The viewers’ feedback and our constant research suggested a vacuum in English entertainment genre for men. Indian television has primarily been dominated by female led programming. The refreshed Turbo channel is an upscale men’s television network that provides high-octane programming for its viewers.  Turbo broadens its content with more genre mix to offer variety to its male audience.  It also enhances its value proposition for its viewers, advertisers and affiliates,” says Discovery Networks Asia-Pacific south Asia and southeast Asia executive VP and GM Rahul Johri.

    One of the key reasons to rebrand was to widen the channel’s appeal. Its core strength will be variety.  “Turbo will be the only specialised content channel in the English genre, reflecting the promised benefits of digitisation.  The Indian television landscape is ever changing and we have stayed ahead of the curve by recognising the evolving trends and addressing them by creating new television genres and distinct audience segments,” he adds.

    With each brand having its own identity and evolution process, the network is continuously evaluating all its channels, and when need arises, it shall plan if others too need to be revamped or not.
    Not only this, a surprise move for many in the industry, the network was able to get its recently-launched channel ID-Investigation in Tata Sky’s Hindi channel base pack. The move was to cater to Hindi speaking masses.  “The channel’s specialised content dedicated to crime and investigation has wider appeal.  In three months of its launch, ID has gained tremendous popularity, and has become an ideal ‘channel of choice’ for the base pack,” explains Johri when asked the reason behind the move.

    Others like Discovery Channel, Animal Planet and Discovery Science have wider demographic appeal and thus, are the preferred channels for viewers in the factual entertainment genre.  These channels too are in the base packs of DTH platforms.

    Nonetheless, with TheOneAlliance, the distribution JV between Multi Screen Media (MSM) and Discovery Network, being dissolved with effect from 1 January 2015, after 12 long years, the network is pulling all strings to make the coming year a remarkable one.

  • Metro Shoes repositions itself to cater to youth

    Metro Shoes repositions itself to cater to youth

    MUMBAI: There was a time when people were happy to own a pair or two of shoes, at the most three. Not any more…

     

    With fierce competition among domestic footwear retailers and newer international footwear brands setting shop in the country, not to mention a heightened sense of brand consciousness, customers today are having a field day in terms of the sheer number and variety of shoes available in the market.

     

    So much so, Metro, one of India’s oldest footwear brands, conducted research and found that a majority of its loyalists were 30+ year olds. In a bid to increase its target audience and stay ahead of the competition, Metro has now repositioned itself to provide ‘Shoes for a new race’. The brand believes that with changing times, it needs to change in order to stay relevant to its target audience.

     

    Says Metro Shoes MD and CEO Malik Bhanji: “Since India is a young country, it is imperative that the new positioning of Metro Shoes resonates with the attitude of the youth. The new race doesn’t necessarily believe in following age-old norms; they believe in creating their own. To build a connect with this consumer, we have launched a campaign that twists conventional ideologies, giving them a new meaning.”

     

    Adds Metro Shoes marketing manager Lavina Rodrigues Pinto: “Through our research, we found out that our loyalists are 30+ olds but we wanted to increase our TG. Hence, we thought of repositioning ourselves to be more relevant to today’s youth.”

     

    The refresh isn’t just about a new brand philosophy. Metro has tweaked its product mix to match the attitude and spunk of the younger generation it caters to. “Youngters aren’t scared of experimenting and hence, we have used bold and contemporary designs,” elaborates Pinto.

     

    A budget of Rs 20 crore has been assigned to the repositioning exercise and a 360-degree marketing plan has been launched with outdoor as the main focus for shoe retails.

     

    However, two celebrities who’ve been closely associated with Metro thus far – actors Kareena Kapoor and Saif Ali Khan – won’t be the faces of this campaign. Asked why, Pinto clarifies: “Earlier, even though we were a 100+ store chain in the country, people saw us as a neighbourhood store. Hence, we needed to reach out more and give the brand a pan-national feel. In three years, these two actors helped us achieve that, and now we want to move on and make the youth the face of our brand.”

     

    Coming to international brands, although Metro sees competition in companies such as Nine West and Charles & Keith, the brand believes these have only helped Indian brands become more customer-friendly.

     

    Citing the example of how well Fastrack (Indian watches brand) has done, Pinto says: “Yes, today’s generation is more exposed to international brands but if an Indian brand too has an aspirational value attached to it, then there is nothing to worry.”

     

    “Also, we mustn’t forget that even today, fashion is very regionally sensitive in India. For example, we sell more heels in Chandigarh while more flats are sold in Chennai. As an Indian brand, we have an advantage to understand this, unlike the international counterparts,” she adds.

     

    Metro’s expansion plans are very much on track with 16 stores opened this year and plans to open another 20 across the country. The brand also plans to be more aggressive in the e-commerce sector. “We had an online site four years ago but weren’t very aggressive on it but now, as more and more people are getting comfortable with the medium, we will be going the whole hog,” rounds off Pinto.